New data from Jungle Scout Cobalt


What’s better than snagging a great deal when shopping? According to new data on Amazon price trends, not much.

Across all generations and income levels, today’s consumers have a heavy focus on pricing and discounts.

For brands and retailers on Amazon, there is a silver lining to the way that rising consumer goods costs have altered spending. More than a quarter of consumers say their desire to compare prices and find the best bargain is a top reason they choose to shop online over in-store. And on Amazon – the most popular online destination for 65% of shoppers – features like badges make it easy to find deals. According to Jungle Scout’s latest Consumer Trends Report:

Across all Amazon badge types, those indicating savings or discounts have the largest influence on shoppers’ purchase decisions
81% of consumers say savings, coupon, and discount badges are important to their Amazon shopping experience
72% of consumers say limited-time deal or deal of the day badges are important to their Amazon shopping experience

In this post, we’ll use Jungle Scout Cobalt to better understand the correlation between pricing and sales traction on Amazon, and learn more about how consumers prioritize price when purchasing popular products such as:

Computers
Televisions
Small Appliances
Power Tools
Toys
Diapers
Beauty Products
Personal Care Products
Fitness Equipment

How Price Impacts Sales on Amazon

Everyone loves a deal, and competitive pricing has always been paramount to succeeding on Amazon. Today, with more than 70% of consumers saying that inflation has impacted their spending, price is superseding loyalty, brand recognition, and other factors for even more shoppers.

To learn more about what this means for brands and retailers selling on Amazon, let’s take a closer look at the correlation between price and sales in the last year for a selection of popular product types on Amazon.

Amazon Price Trends in Consumer Electronics

Headphones

Headphones and earbuds account for one-third of the top 25 best-selling electronics on Amazon, according to Amazon’s Best Sellers list. Over the last 12 months, the median price of headphones on Amazon has decreased 15%; at the same time, unit sales have grown 159%.

Amazon Pricing and Sales Trends: Headphones

But how much is price truly impacting this sales growth? A look at specific trends for products that fall above and below the median price sheds some light:

Price Range
YoY Sales Trend
YoY Revenue Trend

Below median
Up 187%
Up 182%

Above median
Up 129%
Up 103%

 

While both segments have seen growth, headphones below the median price have seen approximately 45% higher year-over-year sales increases than products above the median price.

Price Trends: Top Market Share Leaders for Headphones

A look at trends for market share leaders in Amazon’s headphones market also shows how price impacts which products shoppers choose to buy. Of the top 5 market share leaders for headphones, the two with the lowest median price over the last 30 days (Apple and Beats) have also had the highest unit sales.

Top 5 Market Share Leaders for Headphones

By 30-day Median Price (highest to lowest)

Top 5 Market Share Leaders for Headphones

By 30-day Unit Sales (highest to lowest)

 

Televisions

The median price of televisions on Amazon has dropped 12% year-over-year, and unit sales have grown 138%. Brands that are known for affordability are sweeping Amazon’s Best Sellers list, with 6 of the current top 10 Best Sellers coming from names like Insignia, Vizio, and TCL.

Amazon Pricing and Sales Trends: Televisions

Televisions whose price falls below the median price for the market have seen greater year-over-year growth than those that are above the median. For both sales and revenue, lower-priced TVs have had 20%+ more growth than higher-priced options.

Price Range
YoY Sales Trend
YoY Revenue Trend

Below median
Up 147%
Up 115%

Above median
Up 119%
Up 85%

Price Trends: Top Market Share Leaders for TVs

Market share leaders for televisions have experienced a similar trend to those in the headphones market. In the last month, the two brands with the lowest median price (Vizio and TCL) have also had the highest unit sales.

Market Share Leaders for TVs

By 30-day Median Price (highest to lowest)

Market Share Leaders for TVs

By 30-day Unit Sales (highest to lowest)

Amazon Price Trends in Home & Kitchen Products

Small Appliances

Sales of small appliances like microwaves, pressure cookers, air fryers, and others are up 23% year-over-year, while median price has held steady with a less than 1% year-over-year decrease.

Amazon Pricing and Sales Trends: Small Appliances

For lower-priced small appliances, sales and revenue have grown over 70% more year-over-year than for more expensive products in this market.

Price Range
YoY Sales Trend
YoY Revenue Trend

Below median
Up 30%
Up 29%

Above median
Up 17%
Up 17%

Price Trends: Top Market Share Leaders for Small Appliances

For market share leaders in small appliances, the gap between the highest and lowest median price is much smaller than for categories like televisions, where top market share leaders can have vastly different price points. This, combined with the fact that the median price has remained steady for small appliances overall, may explain why median price doesn’t appear to have as much impact on unit sales for these market share leaders.

Market Share Leaders for Small Appliances

By 30-day Median Price (highest to lowest)

Market Share Leaders for Small Appliances

By 30-day Unit Sales (highest to lowest)

 

Power Tools

As with small appliances, the median price of power tools has decreased by less than 1% compared to last year. The two markets have also experienced similar sales trends: Sales of power tools are up 22% year-over-year.

Amazon Pricing and Sales Trends: Power Tools

A familiar trend continues with power tools when it comes to the relationships between pricing and sales. Those below the median price point experienced double year-over-year sales and revenue growth than those above.

Price Range
YoY Sales Trend
YoY Revenue Trend

Below median
Up 28%
Up 26%

Above median
Up 14%
Up 11%

Price Trends: Top Market Share Leaders for Power Tools

Unlike small appliances, however, median price differences between market share leaders does seem to have some impact on unit sales. Lower-priced brands like Dewalt and Milwaukee have seen higher sales in the last month than higher-priced competitors like Makita.

Market Share Leaders for Power Tools

By 30-day Median Price (highest to lowest)

Market Share Leaders for Power Tools

By 30-day Unit Sales (highest to lowest)

 

See how you can get insights like this for your brands and markets by booking a personalized Cobalt demo.

Amazon Price Trends in Toys & Baby Products

Building Toys

The median price of building toys has increased slightly compared to last year, with a 5% year-over-year change. Overall unit sales are also up, with 30% growth.

Amazon Pricing and Sales Trends: Building Toys

The difference in sales trends between building toys priced above the market median versus those priced below it is staggering. For both sales and revenue, lower-priced toys had 300%+ more year-over-year growth than pricier options.

Price Range
YoY Sales Trend
YoY Revenue Trend

Below median
Up 47%
Up 51%

Above median
Up 4%
Up 12%

Price Trends: Top Market Share Leaders for Building Toys

Despite having the highest median price among market share leaders, Lego’s hold on name recognition simply can’t be touched by other brands – leaving it solidly in first place for unit sales. For the rest of the list, though, price does appear to play a role: The lowest-priced of the remaining brands (Mega and Picassotiles) take the top spots behind Lego when it comes to unit sales in the last month.

Market Share Leaders for Building ToysBy 30-day Median Price (highest to lowest)
Market Share Leaders for Building Toys

By 30-day Unit Sales (highest to lowest)

 

Dolls

Sales of dolls have grown 15% compared to last year, while the median price has decreased by 2%.

Amazon Pricing and Sales Trends: Televisions

Both lower-priced and higher-priced dolls have had more modest year-over-year growth than other products, but the less-expensive toys still have an impressive lead. Both sales and revenue are up for dolls below the median price, while revenue for dolls above the median price has decreased.

Price Range
YoY Sales Trend
YoY Revenue Trend

Below median
Up 12%
Up 17%

Above median
Up 5%
Down 1%

Price Trends: Top Market Share Leaders for Dolls

Considering Barbie’s big year, it’s not surprising to see her brand topping the list for the highest unit sales in the last 30 days – but its lower median price point may be adding fuel to the fire as well. While Barbie’s parent brand, Mattel, slides into second for unit sales, the second-lowest-priced brand (L.O.L. Surprise!) follows closely behind.

Market Share Leaders for Dolls

By 30-day Median Price (highest to lowest)

Market Share Leaders for Dolls

By 30-day Unit Sales (highest to lowest)

 

Diapers & Diapering Supplies

Diaper prices have dipped a bit on Amazon since last year, with a 3% decrease in overall median price. Unit sales, on the other hand, are trending upward with a 36% increase.

Amazon Pricing and Sales Trends: Diapers

Bucking the trend from other product types, sales for diapers that are priced above the market median have grown almost 40% more than sales for diapers that fall below.

This divergence from the trend seen for other product types is likely connected to higher brand loyalty for diapers and other baby products. Parents take special care in purchasing items for their infants, and many prefer organic, eco-friendly, and/or hypoallergenic options – which often fall into the higher price tier.

Price Range
YoY Sales Trend
YoY Revenue Trend

Below median
Up 28%
Up 37%

Above median
Up 46%
Up 49%

Price Trends: Top Market Share Leaders for Diapers

Long-time market leader Pampers – which falls right in the middle of the pack for median price – led in unit sales for the last month. Brand preference and loyalty seem to outweigh the price point in this market, with the lowest-priced brands also bringing in the lowest sales among the top 5 market share leaders.

Market Share Leaders for DiapersBy 30-day Median Price (highest to lowest)
Market Share Leaders for DiapersBy 30-day Unit Sales (highest to lowest)

 

Get more data on leading Toy & Baby Product brands with our Toys, Games & Baby Products report.

Amazon Price Trends in Health, Beauty & Personal Care Products

Makeup

Of the products analyzed here, makeup had one of the largest year-over-year median price changes, with a 15% decrease. It has also seen some of the highest sales growth, with a 45% increase over last year.

Amazon Pricing and Sales Trends: Makeup

Sales and revenue trends are neck-and-neck for lower- and higher-priced makeup products. There is a less than 10% difference between year-over-year sales and revenue growth for the two product segments.

Price Range
YoY Sales Trend
YoY Revenue Trend

Below median
Up 44%
Up 60%

Above median
Up 42%
Up 56%

Price Trends: Top Market Share Leaders for Makeup

Brand loyalty plays a big role in consumer purchases of makeup products – but it looks like price is part of the equation for some shoppers, too. The lowest-priced of the top 5 makeup market leaders (E.L.F.) had the second-highest sales in the last month. The next lowest-priced brand (Covergirl), however, had the lowest sales.

Market Share Leaders for Makeup

By 30-day Median Price (highest to lowest)

Market Share Leaders for Makeup

By 30-day Unit Sales (highest to lowest)

Find out what else is impacting sales of beauty products on Amazon with our Beauty Products Data Download.

 

Shampoo & Conditioner

Shampoo and conditioner is one of just two product types on this list that has experienced a year-over-year price increase. The median price is up 3% compared to last year, and unit sales are up 26%.

Amazon Pricing and Sales Trends: Shampoo & Conditioner

How is pricing impacting sales of personal care products like shampoo and conditioner? While the sales gap between lower-priced and more expensive products is lower than some other product types, it’s still significant, with products below the median price experiencing around 25% more sales growth in the last year.

Price Range
YoY Sales Trend
YoY Revenue Trend

Below median
Up 43%
Up 26%

Above median
Up 34%
Up 23%

Price Trends: Top Market Share Leaders for Shampoo & Conditioner

Trends among the market share leaders for shampoo and conditioner show some of the clearest correlations between price and sales. Unit sales for these brands over the last 30 days are directly opposite of their median price points, with the lowest-priced brands taking the highest sales from top to bottom.

Market Share Leaders for Shampoo & Conditioner

By 30-day Median Price (highest to lowest)

Market Share Leaders for Shampoo & Conditioner

By 30-day Unit Sales (highest to lowest)

 

Fitness Equipment

The median price of fitness equipment on Amazon is down 11% year-over-year, while unit sales of products like treadmills, rowing machines, exercise bikes, and more are up 51%.

Amazon Pricing and Sales Trends: Fitness Equipment

Fitness equipment is often a big-ticket purchase, with higher overall prices than many other product types. But even for these pricy products, those on the lower end of the scale have a sales advantage: Sales of fitness equipment products below the median price have increased 50%+ more than sales of those above.

Price Range
YoY Sales Trend
YoY Revenue Trend

Below median
Up 58%
Up 59%

Above median
Up 36%
Up 53%

Price Trends: Top Market Share Leaders for Fitness Equipment

Both market share and median price have impacted sales of fitness equipment over the last month. Low-priced brand Sunny Health & Fitness has seen the most unit sales. The lowest-priced brand (Yosuda), however, also had the second-lowest sales. This may be in part because Yosuda has the lowest market share among the top 5 brands for fitness equipment.

Market Share Leaders for Fitness Equipment

By 30-day Median Price (highest to lowest)

Market Share Leaders for Fitness Equipment

By 30-day Unit Sales (highest to lowest)

 

Get more insights on Amazon price trends with our Amazon Product Pricing Report.

Leveraging Price Trends on Amazon

Right now, consumers are highly focused on saving money. Over 40% say their top strategy for doing so is to buy items on sale, and more than 30% cite using coupons or discounts as their top way to save money.

The Jungle Scout Cobalt data we’ve explored in this article shows just how much competitive pricing can impact sales on Amazon – especially when consumers are prioritizing value due to economic factors and other concerns.

One of the best ways for brands and retailers to turn consumer demand for value into sales is by offering discounts during major sales events like Prime Day or Black Friday and taking advantage of options like lightning deals and coupons throughout the rest of the year. By doing so, you can draw in cost-conscious shoppers and make your brand synonymous with value in the minds of consumers.

Schedule a custom demo to see how Jungle Scout Cobalt provides detailed market and competitor data to help you determine the most profitable price points for your products on Amazon.

Need the added flexibility of integrating detailed market and competitor data into your own tools for reporting and analysis? Talk to our team about Jungle Scout Data Cloud.

About This Report

The product data in this report is representative of the U.S. Amazon market. Market insights on Amazon products were sourced from Jungle Scout Cobalt, an industry-leading market intelligence, advertising optimization, and ecommerce reporting platform powered by nearly 2 billion Amazon data points. Year-over-year trends reflect the period of November 25, 2022 – November 25, 2023, compared to November 25, 2021 – November 25, 2022. 30-day trends data reflects the period of October 26, 2023 – November 25, 2023. Some percentages have been rounded to the nearest whole number.

We encourage you to share, reference, and publish this report’s findings with attribution to “Jungle Scout Cobalt” and a link to this page.

For more information, specific data requests, media assets, or to reach the report’s authors, please contact us at [email protected].



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